Going Black to the future

Maxxium UK has extended its Scotch whisky brand The Famous Grouse in a bid to appeal to consumers who want a fuller

flavour .

The Black Grouse is a heavily peated blend that has a higher proportion of Islay

malt. Previously available in Sweden and the global travel retail market, it will be available exclusively in Sainsbury's for

six

month s with an initial four-week price promotion.

To tie

in with the launch, Maxxium has joined forces with the Royal Society for the Protection of Birds

to finance a scheme to help protect the endangered species. For every bottle sold, 50p will be donated to a conservation ­campaign to save black grouse across the UK.

Brand manager Lee Walker said: "Environmentalism is increasingly becoming a touchstone issue for consumers

and The Black Grouse's partnership with the RSPB offers individuals a simple way to help make a difference and secure the future of this iconic bird.

"The full-bodied taste of the Black Grouse is designed to appeal to experiential whisky consumers who are looking to take their enjoyment

of blended whisky to the next level."

The new blend will be positioned above the original Famous Grouse with a retail price of £15.49.